Advertising Terms and Definitions

Advertising Terms
This section features key phrases and terms that will give the readER insight into marketing and advertising terms.

AB thru CD thru FG thru JK thru MN thru PQ thru ST thru Z



NAB: National Association of Broadcasters. An association whose membership is largely composed of radio
and television stations.
NAD: National Advertising Division of the Council of Better Business Bureaus. This organization serves as a
major selfregulatory mechanism for advertising.
NARB: National Advertising Review Board of the Council of Better Business Bureaus. When an alleged
problem arises with an advertisement, and a satisfactory solution is not obtained via the NAD, above,
the NARB acts in the capacity of an appeals board. It reviews the decision of the NAD, and passes
judgment on it.
Narrowcasting: Using a broadcast medium to appeal to audiences with special interests. For example, the “All Knitting Station” would be a narrowcast, because it appeals to an audience with a specific interest.
National Advertising: Advertising which is aimed at a National Market, as opposed to Local Advertising.
National Brand: A nationally distributed product brand name. May also be distributed regionally or locally.
Near-Pack (Near Pack Premium): An item offered free or at a discount with the purchase of another product. The item can be positioned close to but may not touch the purchased product. A type of product promotion.
Negative: Developed film that contains an image that has reversed shadows and light areas.
Net Cost: The costs associated with services rendered by an advertising agency excluding the agency
Net Unduplicated Audience: The combined cumulative audience exposed to an advertisement.
Network: A national or regional group of affiliated broadcast stations contractually bound to distribute radio or
television programs for simultaneous transmission.
Network Option Time: Programming time the network controls on each of its affiliate stations. Also referred to as network time.
Newsprint: A soft, course wood pulp paper used in printing newspapers.
Nielsen Rating: A measurement of the percentage of U.S. television households tuned to a network program for a Back to Blog
minute of its telecast.
Noncommercial Advertising: Radio and television advertising that is designed to educate and promote ideas or institutions, e.g., public service announcements.

O & O Station: Radio and television stations owned and operated by a network.
Off Card: Refers to advertising time sold at a rate that does not appear on the rate card.
Offset Lithography: A planographic printing process. A photographic image from a printing plate is transferred to a rubber blanket, which, in turn, transfers or prints the image onto the paper.
On-Air Tests: Tests recall among viewers of a commercial or program during a real broadcast of the tested
Onpack (Onpack Premium): Used to promote sales of a product. Discount coupons or gifts that are attached to or accompany the product to be purchased.
Open End: (1) Time left at the end of a commercial or program which is provided for the use of local advertising or
station identification. (2) A radio or television program with no specific time to end.
Opticals: Visual effects used to instill interest as well as portray mood and continuity to a commercial. Dissolves,
Cross fades, and Montages are all opticals.
Outof-Home Advertising: Exposure to advertising and mass media away from one’s home. Included are outdoor, pointofpurchase, and radio.
Outdoor Advertising: Any outdoor sign that publicly promotes a product or service, such as
billboards, movie kiosks, etc.
Overlay: A transparent or opaque covering used to protect designs or layouts in the form of separate
transparent prints that combine to form a finished design or graphic.
Overrun: Additional numbers of a print vehicle that are produced in excess of those needed for distribution.
Overruns may take place to meet unexpected needs or demands.

Package: (1) A combination of programs or commercials offered by a network that is available for purchase by
advertisers either singly or as a discounted package deal. (2) A merchandise enclosure or container. Package enclosure. Same as Inpack premium.
Package Insert: Separate advertising material included in merchandise packages that advertises goods or Back to Blogservices; also referred to as Package Stuffer.
Painted Bulletin: A freestanding steel or wooden structure, approximately 50′ wide by 15′ high, with molding around the outer edges similar to a poster panel, and including a hand painted copy message. Bulletins are generally found near highways or roofs of buildings in high traffic areas.
Panels: This includes regular and illuminated types of outdoor advertising. A regular panel is only seen during
the daytime, while an illuminated panel is seen also from dusk until dawn.
Pantone Matching System (PMS): A system that precisely characterizes a color, so that a color can be matched, even by different printers. By knowing the Pantone color specifications, a printer does not even need to see a sample of the color in order to match it.
Parity Products: Product categories where the several brands within that category possess functionally equivalent
attributes, making one brand a satisfactory substitute for most other brands in that category.
Participation: (1) Announcements made inside the context of a program as opposed to those shown during station breaks. (2) An announcement or amount of broadcasting time which is shared by several advertisers.
Passalong Readers: A reader which becomes familiar with a publication without the purchase o
f a publication. These readers are taken into account when calculating the total number of readers of a publication.
Pasteup: A cameraready layout of illustrative and type material which is configured in the proper position on
paperboard and is used for reproductive purposes.
Payout Planning: Approach to advertising budgeting in which the dollars spent to advertise are represented as an
investment toward sales and profits.
Per Inquiry: An agreement between a media representative and an advertiser in which all advertising fees are paid
based on a percentage of all money received from an advertiser’s sales or inquires.
Percentofsales Method: Method of determining the advertising budget based on an analysis of past sales, as well as a forecast for future sales.
Perceived Risk: A functional or psychosocial risk a consumer feels he/she is taking when purchasing a product.
Personal Selling: Sales made through a medium of facetoface communication, personal correspondence, or personal telephone conversation, etc.
Personalize: To add a name or other personal information about the recipient on direct mail advertising.
Persons Using Television (PUT): A percentage of all persons in a certain viewing area that are viewing television during a specific amount of time. Used by A.C. Nielson.
Persons Viewing Television (PVT): Same meaning as above, except this term is used by Arbitron. Advertising
Persuasion Process: The process used by advertising to influence audience or prospect attitudes, especially purchase intent and product perception by appealing to reason or emotion.
Phantom: An illustration showing the exterior of an object as if it were transparent, while revealing interior
Photoanimation: A process of creating animation through the use of still photographs.
Photoboards: A set of still photographs made from a television commercial, accompanied with a script, to be kept as records by an agency or client.
Photocomposition: A method of setting type by using negatives of the characters of film or photographic paper rather than metal type slugs, also referred to as Cold type.
Photoengraving: (1) The process of making letterpress printing plates by photochemical means. (2) A picture printed from a plate made by this process.
Photoplatemaking: A process which converts original art material into printing plates that are required to print ads.
Photostat: A type of high contrast photographic negative or positive in the form of paper. Also referred to as Stat.
Pica: (1) A unit of measurement for type specification and printing which measures width; 6 picas to one
inch. (2) A size of type, 12 points.
Picture Window: An ad layout in which the picture is placed at the top of the page, and the copy is placed below.
Piggyback: (1) A direct mail offer that is included free with another offer. (2) Two commercials which are shown backtoback by the same sponsor.
Point: (1) A small unit of measurement for type, equal to 1/72 of an inch. (2) A small unit for measuring the thickness of paper, equaling 0.001 inch.
PointofPurchase (POP) Displays: Advertising display material located at the retail store, usually placed in an area where payment is made, such as a checkout counter.
Positive: A photographic image which appears as the original image, as opposed to a negative which reverses
the black and white.
Poster Panel: An outdoor billboard in which advertising is displayed on printed paper sheets rather than being
painted. The most widely used form of outdoor advertising; standard size approximately 25′ x 12′ with
the image printed on sections of 24 to 30 sheets.
Post Testing: Testing the effects of an ad after it has appeared in the media.
Preemptible Rate: A usually discounted rate for commercial time which is sold to an advertiser and is not guaranteed. Time may be sold to another advertiser who is willing to pay more; therefore, the advertiser buying this
rate gambles to save money on the spot.
Preferred Position: A position in a printed publication that is thought to attract most reader attention and is
sold at a higher rate; for example, the back cover of a magazine.
Premium: An item, other than the product itself, which is offered free or at a nominal price as an incentive to
purchase the advertised product or service.
Preprint: A reproduction of an advertisement which is viewed before actual publication and is created by an
advertiser for special purposes, e.g., to serve as retail displays or to gain support from retailers.
Pretesting: Testing an advertisement or an audience sample prior to placing the ad in the media.
Primary Demand Advertising: Advertising designed for the generic product category, as opposed to selective
demand advertising.
Prime Time: The broadcast periods viewed or listened to by the greatest number of persons and for which a station charges the most for air time. In television, the hours are usually 8:00 p.m. to 11:00 p.m. E.S.T. (7:00 p.m. to 10:00 p.m. C.S.T.).
Private Brand: Product brand owned by a retailer, wholesaler, dealer, or merchant, as opposed to a manufacturer Back to Blogor producer, and bearing it’s own company name or another name it owns exclusively. Also referred to as Private label.
Prize: Barters of merchandise given as prizes on television or radio shows in return for mentions of the brand
names of the merchandise donated.
Product Differentiation: Developing unique product differences with the intent to influence demand.
Product Life Cycle: A marketing theory in which products or brands follow a sequence of stages including : introduction, growth, maturity, and sales decline.
Product Management: Assigning specific products or brands to be managed by single managers within an advertising agency.
Product Positioning: The consumer perception of a product or service as compared to it’s competition.
Product-Related Segmentation: A method of identifying consumers by the amount of product usage, usually categorized demographically or psychographically.
Production: Process of physically preparing the advertising idea into a print or broadcast advertisement.
Professional Advertising: Advertising directed toward professionals such as doctors, dentists, and pharmacists, etc., who are in a position to promote products to their patients or customers.
Program Delivery (rate): Percentage of a sample group of people tuned in to a particular program at a particular time.
Progressive Proofs (Progs): Set of proofs made during the fourcolor printing process which shows each color plate separately and in combination. Also referred to as Color proofs.
Promotion: All forms of communication other than advertising that call attention to products and services by adding extra values toward the purchase. Includes temporary discounts, allowances, premium offers, coupons,
contests, sweepstakes, etc.
Promotional Mix: Using several different types of communication to support marketing goals which include Advertising, Personal selling (see above), Publicity (see above), and Sales promotions (see below).
Promotional Product: A product imprinted with, or otherwise carrying, a logo or promotional message. Also called an Advertising Specialty.
Proof: An impression on paper of type, an engraving or the like, for the purpose of checking the correctness
and quality of the material to be printed.
Psychographics: A term that describes consumers or audience members on the basis of psychological characteristics initially determined by standardized tests.
Public Relations (PR): Communication with various sectors of the public to influence their attitudes and opinions in the interest of promoting a person, product, or idea.
Public Relations Advertising: Advertising by a corporation that focuses on public interest but maintains a relationship to the corporation’s products or agencies.
Public Service Advertising (PSA): Advertising with a central focus on public welfare, and is generally sponsored by a nonprofit institution, civic group, religious organization, trade association, or political group.
Publicity: A type of public relations in the form of a news item or story which conveys information about a
product, service, or idea in the media.
Puffery: A legal exaggeration of praise lavished on a product that stops just short of deception.
Pulsing: The use of advertising in regular intervals, as opposed to seasonal patterns.
Pupilometrics: A method of advertising research in which a study is conducted on the relationship between a viewer’s pupil dilation and the interest factor of visual stimuli.
Psychological Segmentation: The separation of consumers into psycho logical characteristic categories on the Back to Blogbasis of standardized tests.

Continue reading “Advertising Terms and Definitions”

Advertising Terms and Definitions

Advertising Terms
This section features key phrases and terms that will give the readER insight into marketing and advertising terms.

AB thru CD thru FG thru JK thru MN thru PQ thru ST thru Z



Keeper:  premium used to induce a consumer to take some action, such as completing a survey or trying a
Kerning: Spacing between the letters of a word.

Lanham Act: Federal trademark law.
Layout: A drawing that indicates the relative positions of the elements (e.g., headline, photo, logo, body copy,
etc.) of an ad.
Leading: The space between lines of type.
Leave-Behind: A premium left with prospective customers by a sales person, to remind them of the product or service being sold.
Letterpress: A printing method that stamps ink onto paper, using raised lettering.
Lifestyle Segmentation: Separating consumers into groups, based on their hobbies, interests, and other aspects of their lifestyles. 

Lifetime Value of Patients: is a prediction of the projected revenue and/or net profit attributed to and generated by the entire future relationship with a patient over a lifetime. Here’s how to develop a detailed understanding of the lifetime value of your patients:

Step 1: Calculate the profit contribution of each patient in the current year (net profit per visit x number of visits per year).
Step 2: Develop a realistic estimate of how long you might retain each patient.
Step 3: Estimate the cost to acquire a new patient or retain the current patient.

Linage: Refers to the size of an ad, based on the number of lines of type taken up by the ad.
Line Conversion: A highcontrast reproduction of an illustration, where all shading is reduced to either black or white.
List Broker: An agent who sells lists of sales prospects.
Lithography: A printing method in which the printing and nonprinting areas exist on the same plane, as opposed to a bileveled reproduction.
Local Advertising: (1) Advertising to a local merchant or business as opposed to regional or national advertising.
(2) Advertising placed at rates available to local merchants.
Local Rate: An advertising rate charged to a local advertiser , typically a retailer, by local media and publications,
as distinguished from a national rate that is charged to a national advertiser, typically a manufacturer.
Logotype (logo): A brand name, publication title, or the like, presented in a special lettering style or typeface and used in the manner of a trademark.
Loss Leader: A retail item advertised at an invitingly low price in order to attract customers for the purchase of Back to Blogother, more profitable merchandise.
Lottery: A scheme in which making a required purchase gives a person a chance to win a prize which is
awarded at random, usually through an electronic drawing. Lotteries may not be used as promotion
devices under U.S. laws.
Loyalty Index: Frequency of listenership of a particular broadcast station.
Macromarketing: A type of marketing in which a company adapts itself to uncontrollable factors within the industry.
Mailin Premium: A premium obtained by mailing in a suitable response to the manufacturer or distributor, with or without money.
Mailorder Advertising: Advertising which supplies paperwork for the purpose of soliciting a purchase made through the mail.
Make Good: (1) To present a commercial announcement after it ”s scheduled time because of an error.
(2) To rerun a commercial announcement because of technical difficulties the previous time it was run.
(3) To rerun a print advertisement due to similar circumstances.
Marginal Analysis: Technique of setting the advertising budget by assuming the point at which an additional dollar spent on advertising equals additional profit.
Market Profile: A summary of the characteristics of a market, including information of typical purchasers and
competitors, and often general information on the economy and retailing patterns of an area.
Market Segmentation: To divide a market by a strategy directed at gaining a major portion of sales to a subgroup in a category, rather than a more limited share of purchases by all category users.
Market Share: The percentage of a product category’s sales, in terms of dollars or units, obtained by a brand, line, or company.
Marketing Firm: A business that affects the distribution and sales of goods and services from producer to consumer; including products or service development, pricing, packaging, advertising, merchandising, and
Marketing Mix: The levels and interplay of the elements of a product’s or service’s marketing efforts, including Back to Blogproduct features, pricing, packaging, advertising, merchandising, distribution, and marketing budget; especially
as these elements affect sales results.
Marketing Research: The systematic gathering, recording, analyzing, and use of data relating to the transfer and sale of goods and services from producer to consumer.
Master Tape: An edited audio tape or video tape to be recorded on quantity prints or dubs.
Materiality: The FTC theoretically will not regulate a deceptive advertisement unless the deceptive claim is also
material. This means, in simple terms, that the claim must be important to consumers, rather than trivial. The FTC requires that the deception be likely to affect consumers’ “choice of, or conduct regarding, a product.”
Matte Shot: A camera shot made with a matte or mask in part of the frame to allow another shot to be printed in the opaque area.
Mechanical (pasteup): A finished layout that is photographed for offset printing.
Media Buying Service: Agency that specializes in the services of media buying.
Media Concentration Theory: Technique of scheduling media that involves buying space in one medium only and developing strength through concentration.
Media Dominance Theory: Technique of scheduling media that involves buying a large amount of space in one medium, and shifting to another medium after achieving optimum coverage and frequency.
Media Plan: A plan designed to select the proper demographics for an advertising campaign through proper media selection.
Media Strategy: A plan of action by an advertiser for bringing advertising messages to the attention of consumers
through the use of appropriate media.
Medium (plural, Media): A vehicle or group of vehicles used to convey information, news, entertainment,
and advertising messages to an audience. These include television, cable television, magazines, radio, billboards, etc.
Merchandising the Advertising: The promoting of a firm”s advertising abilities to distributors.
Metropolitan Statistical Area (MSA): An urban area with a population of at least 50,000 that is designated by the Office of Management and Budget for statistical reporting purposes and used in audience measurement studies. This is generally synonymous with the former term Standard Metropolitan Statistical Area.
Micromarketing: The activities a firm practices in order to react controllably to external forces, e.g., setting Back to Blogobjectives and selecting target markets.
Milline Rate: Used to determine the cost effectiveness of advertising in a newspaper; reached by multiplying the cost per agate line by one million, then dividing by the circulation. Also referred to as Milline.
Motivation Research: Used to investigate the psychological reasons why individuals buy specific types of merchandise, or why they respond to specific advertising appeals, to determine the base of brand choices and product preferences.

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Medical Practice Growth Vs. Stress, Heavy Workload, and Productivity

Are you allowing undue stress to sabotage your medical practice growth?  If so, you need the solutions provided in this article!


Let’s face it, we all want to do well and excel in our careers.  However, is the temptation to always say “yes” getting in the way of your medical practice’s grow and success, and ultimately holding you back?

The accumulation of all these “yeses” creates anxiety and increase tension which adversely effects the work environment and eventually erodes your best employees moral.

In an excellent article, written by, titled “Stress and heavy workloads create barriers to business success as leaders struggle to be effective and ‘present’ in the moment” this very issue is explored.

According to the article, business leaders and managers in the UK are struggling to manage their emotions when dealing with teams and difficult situations.

This is a phenomena that we have seen in the US as well.  In fact, typically we see Medical practic growthit when we are asked to help a company with their marketing, either with their content or the actual campaigns themselves, and the person the task is assigned to is wearing too many hats.  Therefore, that person’s nerves are frayed, they have an overloaded agenda, and nothing gets done.

This point really needs to be driven home; business goes on, and your competitors don’t stop marketing to, and knocking on the doors of, your patients just because you company is having issues.  I would argue that there is no better time to go after you (as a competitor); because, your message is no longer crisp and attractive enough to provide a prospective client a compelling reason to choose you over every other professional in your area when your marketing person is overwhelmed and unreliable. Continue reading “Medical Practice Growth Vs. Stress, Heavy Workload, and Productivity”

Advertising Terms and Definitions

Advertising Terms
This section features key phrases and terms that will give the readER insight into marketing and advertising terms.

AB thru CD thru FG thru JK thru MN thru PQ thru ST thru Z


Galley proof:A typeset copy of an ad or editorial material, before it is made into pages for final production.
Galvanometer Test:A research method that measures physiological changes in consumers when asked a question or shown some stimulus material(such as an ad).
Gatefold: Double or triple-size pages, generally in magazines, that fold out into a large advertisement.
Guaranteed Circulation:A media rate that comes with a guarantee that the publication will achieve a certain circulation.
Generic Brand:Product that is not associated with a private or national brand name.
Gravure:A printing process that uses an etched printing cylinder.
Green Advertising: Advertising that promotes a product or service’s ability to help or, more likely, not hurt the environment.
Grid card:A broadcast media rate card that lists rates on a grid, according to the time periods that might be
selected for the ad.
Gross Audience:The audiences of all vehicles or media in a campaign, combined. Some or much of the gross audience may actually represent duplicated audience.
Gross Impressions:Total number of unduplicated people or households represented by a given media schedule.
Gross Rating Points (GRPs):Reach times average frequency. This is a measure of the advertising weight delivered by a vehicle orvehicles within a given time period.
Gutter:The inside margins of two pages that face each other in a print publication.
Halftone:A method of reproducing a black and white photograph or illustration, by representing various shades

of gray as a series of black and white dots.

Hashtags: A hashtag is simply a means to organize and advertise an idea on social media (Instagram, Twitter, Google+, etc. Hashtags are shared with appealing ideas, the more likely the hashtag is to be shared. .
Hierarchy-of-Effects Theory:A series of steps by which consumers receive and use information in reaching decisions about what actions they will take (e.g., whether or not to buy a product).
Holding Power:The ability to keep an audience throughout a broadcast, rather than having them change channels. It is represented as a percent of the total audience.
Holdover Audience:The percent of a program’s audience that watched or listened to the immediately preceding program on the same station. Also called Inherited audience (see below).
Hologram: A three-dimensional photograph or illustration, created with an optical process that uses lasers.
Horizontal Discount: A discount on a media purchase resulting from a promise to advertise over an extended period of time.
Horizontal Publications: Business publications designed to appeal to people of similar interests or responsibilities in a variety of companies or industries.
Host/Hostess Gift:A gift to a consumer who sponsors a sales demonstration party or meeting.
Hot Composition:A method of typesetting that uses molten metal to form the letters for a typeface. See Cold type,
House Agency: An advertising agency owned and operated by an advertiser, which handles the advertiser’s account.
House Organ: A publication owned and operated by an advertiser, and used to promote the advertiser’s products or services.
Households Using Television (HUT): The number of households in a given market watching television at a certain time. This term is used by A.C. Nielsen.
ID:Station identification during a commercial break in a television or radio program.
Image Advertising: Promoting the image, or general perception, of a product or service, rather than promoting its functional attributes. Commonly used for differentiating brands of parity products (e.g., “This is a woman’s
cigarette”). .
Imprinted Product: A promotional product, this is a product with a company logo or advertising message printed Back to Blogon it.
In-Pack Premium:A premium included in the packaging of another product (e.g., buy a can of shaving cream and get a free razor in the same package). The term Package enclosure is also used.
Incentive Catalog Company:A company that creates an incentive program for sales people, and provides them with a catalog from which they can select their prize or premium.
Independent Contractor:A person who is hired by a company, but works for himself/herself. The company is a client,rather than an employer.
Independent Station:A broadcast station that is not affiliated with a national network of stations.
Industrial Advertising: A form of business-to-business advertising, this is advertising aimed at manufacturers.
This advertising typically promotes parts, equipment, and raw materials used in the manufacturing process.
Infomercial:A commercial that is very similar in appearance to a news program, talk show, or other non-advertising program content. The broadcast equivalent of an Advertorial.
Inherited Audience:Same as Holdover audience, above.
Inquiries:Consumer response to a company’s advertising or other promotional activities, such as coupons. Used
for measuring the effectiveness of some promotions.
Insert:An advertisement, collection of advertisements, or other promotional matter published by an advertiser
or group of advertisers, to be inserted in a magazine or newspaper. It may be bound into the publication, or be inserted without binding. See Free-standing insert.
Insertion:Refers to an ad in a print publication.
Insertion order:An agency or advertiser’s authorization for a publisher to run a specific ad in a specific print publication on a certain date at a specified price.
Institutional Advertising:Advertising to promote an institution or organization, rather than a product or service, in order to create public support and goodwill.
Intaglio: A form of printing that results in a raised or engraved print surface.
Integrated Marketing Communication (IMC): A management concept that is designed to make all aspects of marketing communication (e.g.,advertising, sales promotion, public relations, and direct marketing) work together as a unified force,rather than permitting each to work in isolation.
Intensive Distribution:Distributing a product through a wide variety of outlets.
International Advertising:Advertising a product or service in a country other than where it originates.
Island display: An in-store product display situated away from competing products, typically in the middle or at the end of an aisle.
Island Position:A print ad that is completely surrounded by editorial material, or a broadcast ad surrounded by program content, with no adjoining advertisements to compete for audience attention.
Jingle:A short song, usually mentioning a brand or product benefit, used in a commercial.
Jumble Display:A mixture of products or brands on a single display, such as a clearance table.
Joint Venture:  A joint venture (JV) is a business arrangement in which two or more parties agree to pool their resources for the purpose of accomplishing a specific task. This task can be a new project or any other business activity.
In a joint venture (JV), each of the participants is responsible for profits, losses and costs associated with it. However, the venture is its own entity, separate and apart from the participants’ other business interests.
Although they are a partnership in the colloquial sense of the word, JVs can take on any legal structure. Corporations, partnerships, limited liability companies and other business entities can all be used to form a JV.

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Source: Association of Advertising of Ireland

Advertising Terms and Definitions

Advertising Terms
This section features key phrases and terms that will give the readER insight into marketing and advertising terms.

AB thru C – D thru FG thru JK thru MN thru PQ thru ST thru Z



Dailies: Also called rushes, this refers to unedited film. These are called Dailies because the film typically is
viewed from a single day’s shooting, even if the final commercial or program will take many days or weeks of shooting.
DAGMAR: This refers to a process of establishing goals for an ad campaign such that it is possible to determine
whether or not the goals have been met. It stands for Defining Advertising Goals for Measured Advertising Results.
DayAfter Recall Test: A research method that tests consumers’ memories the day after they have seen an ad, to assess the ad’s effectiveness.
Daypart: Broadcast media divide the day into several standard time periods, each of which is called a “daypart.”
Cost of purchasing advertising time on a vehicle varies by the daypart selected.
Decay Constant: An estimate of the decline in product sales if advertising were discontinued.
Deceptive Advertising, FTC Definition: A representation, omission, act or practice that is likely to mislead consumers acting reasonably under the circumstances. To be regulated, however, a deceptive claim must also be
material. See Materiality, below.
Demographic Segmentation: Dividing consumers into groups based on selected demographics, so that different groups can be treated differently. For example, two advertisements might be developed, one for adults and one for
teenagers, because the two groups are expected to be attracted to different types of advertising appeal. See
Demographics, below.
Demographics: Basic objective descriptive classifications of consumers, such as their age, sex, income, education, size of household, ownership of home, etc. This does not include classification by subjective attitudes
or opinions of consumers. See Psychographics, below.
Depth Interview: A method of research, whereby a trained interviewer meets with consumers individually an
d asks a series of questions designed to detect attitudes and thoughts that might be missed when using other
Designated Market Area (DMA): A geographic designation, used by A.C. Nielsen, that specifies which counties fall into a specific television market. See also, Area of dominant influence..
Direct House: An advertising specialties company that manufactures and then sells its goods directly with its own
sales force, rather than through retailers.
Direct Mail: Marketing communications delivered directly to a prospective purchaser via the U.S. Postal Service or a private delivery company.
Direct Marketing: Sending a promotional message directly to consumers, rather than via a mass medium. Includes methods such as Direct Mail and Telemarketing.
Direct Premium: A premium provided to the consumer at the same time as the purchase.
Direct Response: Promotions that permit or request consumers to directly respond to the advertiser, by mail, telephone, email, or some other means of communication. Some practitioners use this as a synonym for Direct
Directory Advertising: Advertising that appears in a directory (telephone directory, tourism brochure, etc.). This frequently connotes advertising that consumers intentionally seek.
Display Advertisement: (1) In print media, any advertisement other than a classified ad. (2) An ad that stands alone, such as window sign.
Dissolve: Fading from one scene to another in a film or television production.
Distributor: A company or person that distributes a manufacturer’s goods to retailers. The terms “wholesaler” and
“jobber” are sometimes used to describe distributors.
Door-Opener: A product or advertising specialty given by a sales person to consumers to induce them to listen to a sales pitch.
Double Truck: A twopage spread in a print publication, where the ad runs across the middle gutter.
Drive time: Used in radio, this refers to morning and afternoon times when consumers are driving to and from
work. See Daypart, above.
Dummy: A copy (e.g., xerographic duplicate) of an ad, or even blank sheets of paper, provided to a printer or Back to Blog
artist as an example of the size, color, or other aspect of the ad to be produced.
Duplicated Audience: That portion of an audience that is reached by more than one media vehicle.

Earned Rate: A discounted media rate, based on volume or frequency of media placement.
Electric Spectacular: Outdoor signs or billboards composed largely of lighting or other electrical components.
Em: Unit of type measurement, based on the “M” character.
End-User: The person who actually uses a product, whether or not they are the one who purchased the product.
Envelope Stuffer: A direct mail advertisement included with another mailed message (such as a bill).
Equal Time: A Federal Communications Commission requirement that when a broadcaster allows a political
candidate broadcast a message, opposing candidates must be offered equal broadcast time.
Eighty-Twenty Rule (aka The Pareto Principle): A ruleofthumb that, for the typical product category, eighty percent of the products sold will be consumed by twenty percent of the customers; or, twenty percent of the available audience makes up eighty percent of your available market share.
Exposure: Consumers who have seen (or heard) a media vehicle, whether or not they paid attention to it.
Eye Tracking: A research method that determines what part of an advertisement consumers look at, by tracking the pattern of their eye movements.

FCC: Federal Communications Commission. The federal agency responsible for regulating broadcast and
electronic communications.
FTC: Federal Trade Commission. The federal agency primarily responsible for regulating national advertising.
Facings: Refers to the number of billboards used for an advertisement.
Factory Pack: A premium attached to a product, in or on the packaging.
Fairness Doctrine: Until the mid1980s, a Federal Communications Commission policy that required broadcasters to provide time for opposing viewpoints any time they broadcast an opinion supporting one side of a
controversial issue.
Family Brand: A brand name that is used for more than one product, i.e., a family of products.
FixedSumperUnit Method: A method of determining an advertising budget, which is based directly on the number of units sold.
Flat Rate: A media rate that allows for no discounts.
Flighting: A media schedule that involves more advertising at certain times and less advertising during other time
Focus Group Interview: A research method that brings together a small group of consumers to discuss the product or advertising, under the guidance of a trained interviewer.
Font: A typeface style, such as Helvetica, Times Roman, etc., in a single size. A single font includes all 26
letters, along with punctuation, numbers, and other characters.
Four As: See AAAA, above.
Four Ps: Stands for Product, Price, Place (i.e., distribution), and Promotion. This is also known as the Marketing
Mix, see below.
FourColor Process: A printing process that combines differing amounts of each of four colors (red, yellow, blue & black) to provide a fullcolor print.
Franchised Position: An ad position in a periodic publication (e.g., back cover) to which an advertiser is given a permanent or longterm right of use.
FreeStanding Insert (FSI): An advertisement or group of ads insertedbut not boundin a print publication, on pages that contain only the ads and are separate from any editorial or entertainment matter.
Frequency: (1) Number of times an average person or home is exposed to a media vehicle (or group of vehicles),
within a given time period. (2) The position of a television or radio station’s broadcast signal within the electromagnetic spectrum.
Fringe Time: A time period directly preceding and directly following prime time, on television.
Fulfillment House: A coupon clearing house. A company that receives coupons and manages their accounting, verification and redemption.
Full Position: An ad that is surrounded by reading matter in a newspaper, making it more likely consumers will read the ad. This is a highly desirable location for an ad.
Full-Service Agency: An agency that handles all aspects of the advertising process, including planning, design, production, and placement. Today, fullservice generally suggests that the agency also handles other aspects of
marketing communication, such as public relations, sales promotion, and direct marketing.  Back to Blog




Source: Association of Advertising of Ireland

10 Steps to Becoming a Patient Magnet

Winning In Business; Becoming a Patient Magnet, Jobs Depend On It!


Every business keeps it’s doors open because they attract a constant stream of new clients!  Medical practices are no different; unless you become a patient magnet, you will eventually have to close your doors.

Recently, author Rhonda Abrams, wrote an exceptional piece for USA Today titled “Strategies: 10 rules for small business success.”  Ms. Abrams is a long time business development consultant and strategist provides great insight with solid data that should pay serious dividends for all medical practice owners.

I have dealt with all different types of small businesses, and I’ve learned certain realities always apply. I call these “Rhonda’s Rules.” These rules are keys to small business success.  Ignore these rules at your peril: I’ve seen many new entrepreneurs fail because they ignored one or more of these business basics in order to be a patient magnet.

Here are 10 of the most important “Rhonda’s Rules” for small business success:

1. Go small to grow big. What’s the one sure way to fail in small business? Try to sell to everyone. A key to small business success is carving out a niche — a particular specialty or narrow market segment — rather than competing for every customer. Don’t just be a marketing consultant: be a marketing consultant patient magnetfor a certain industry. Don’t be a general store — focus on a specific type of product or customer. Small businesses just don’t have the resources of time or money to be a generalist.

2. Take care of your bread-and-butter business. Entrepreneurs have lots of good ideas, but those can distract you from your core business. Before you consider new directions, clearly define what part of your business brings in the money that pays your bills. Concentrate on that first.

3. Clearly define your target market. Analyze the characteristics of your customers; the only way to become a patient magnet is to understand exactly who buys from you. Having a clear target market enables you to be much more effective and efficient in both your product development and marketing efforts. Continue reading “10 Steps to Becoming a Patient Magnet”

Advertising Terms and Definitions

Advertising Terms
This section features key phrases and terms that will give the readER insight into marketing and advertising terms.

AB thru C – D thru FG thru J K thru MN thru PQ thru ST thru Z



Back to Back – Running more than one commercial, with one following immediately after another.
Bait Advertising – Advertising a product at a very low price, when it is difficult or even impossible to obtain the product for the price advertised.
Barter – Exchanging merchandise, or something other than money, for advertising time or space.
Ben Day process – A shading or dot pattern on a drawing.
Billboard – (1) An outdoor sign or poster; (2) Sponsor identification at the beginning or end of a television show.
Billings – Total amount charged to clients, including the agency commission, media costs, production costs, etc.
Bleed – Allowing a picture or ad to extend beyond the normal margin of a printed page, to the edge of the page.
Blow-in-card – An advertisement, subscription request, or other printed card “blown” into a print publication rather than bound into it.
Blueline – A blue line drawn on a mechanical to indicate where a page will be cut.
Body Copy – The text of a print ad, not including the headline, logo, or subscript material.
Boutique – An agency that provides a limited service, such as one that does creative work but does not provide
media planning, research, etc. Usually, this refers to a relatively small company.
Brand Development Index (BDI) – A comparison of the percent of a brand’s sales in a market to the percent of the national population in that same market.
Brand Manager – Person who has marketing responsibilities for a specific brand.
Brand Name – Name used to distinguish one product from it’s competitors. It can apply to a single product, an entire product line, or even a company.
Bridge – Transition from one scene to another, in a commercial or program.
Broadsheet – Standard size newspaper.
Broadside – A promotion that is printed on a single large sheet of paper, usually on only one side of the paper, as
opposed to a tabloid or other off – size newspaper.
Bulldog Edition – An edition of a print publication that is available earlier than other editions. Usually, this is the early edition of a large circulation newspaper.
Buried Position – Placing an ad between other ads in a print publication, so that readers are less likely to see it.
Business-to-Business Advertising – Advertising directed to other businesses, rather than to consumers.


CBBB: Council of Better Business Bureaus. A national organization of local business bureaus.
Camera-Ready Art: Artwork that is in sufficiently finished form to be photographed for printing.
Caption: (1) An advertisement’s headline; (2) The text accompanying an illustration or photograph.
Car CardA poster placed in buses, subways, etc. Also called a Bus card.
CardRate: Media rates published by a broadcast station or print publication on a “rate card.” This is typically the
highest rate charged by a vehicle.
Category Development Index (CDI): A comparison of the percent of sales of a product category in a market,  Back to Blog
to the percent of population in that market.
Ceaseand-Desist Order: An order by the Federal Trade Commission requiring an advertiser to stop running a deceptive or unfair advertisement, campaign, or claim.
Chain Break: A pause for station identification, and commercials, during a network telecast.
Channels of Distribution: The routes used by a company to distribute its products, e.g., through wholesalers, retailers, mail order, etc.
Chrome: A color photographic transparency.
Circulation of a Print Publication: The average number of copies distributed. For outdoor advertising this refers to the total number of people who have an opportunity to observe a billboard or poster. This term sometimes is used for broadcast, as well, but the term “audience” is used more frequently.
Classified Advertising: Print advertising that is limited to certain classes of goods and services, and usually limited in size and content.
Claymation: An animation method that uses clay figurines.
Clearance: The process by which a vehicle reviews an advertisement for legal, ethical, and taste standards, before accepting the ad for publication.
Client: The ad agency’s term for the advertisers it represents.
Closing Date: The day final copy and other materials must be at the vehicle in order to appear in a specific issue or time slot.
Clutter: When an advertisement is surrounded by other ads, thereby forcing it to compete for the viewer’s or
listener’s attention.
Coated Stock: Paper with a slick and smooth finish.
Coincidental Survey: A survey of viewers or listeners of broadcast programming, conducted during the program.
Cold Type: Refers to most modern typesetting methods, such as phototypesetting, because they do not involve
pouring hot molten metal into molds for different type fonts.
Collateral Materials: Sales brochures, catalogs, spec sheets, etc., generally delivered to consumers (or dealers) by a sales person rather than by mass media. These materials are considered “collateral” to the sales message
delivered by the sales person.
Collectibles: A type of premium that consumers may desire to have as a part of a greater collection of similar goods.
Color Proof: An early fullcolor print of a finished advertisement, used to evaluate the ad’s final appearance.
Color Separation: A fullcolor ad normally is generated through printing of four separate colors: yellow, cyan, magenta, and black. The color separation consists of four separate screens; one for each of those four colors.
Column Inch: A common unit of measure by newspapers, whereby ad space is purchased by the width, in columns, and the depth, in inches. For example, an ad that is three standard columns wide and 5 inches tall (or
deep) would be 15 column inches.
Combination Rate: A special media pricing arrangement that involves purchasing space or time on more than Back to Blogone vehicle, in a package deal. This is frequently offered where different vehicles share a common owner.
Commercial Advertising: Advertising that involves commercial interests rather than advocating a social or political cause.
Communication process: A description or explanation of the chainofevents involved in communicating information from one party to another.
Comparative Advertising: An advertising appeal that consists of explicitly comparing one product brand to a competitive brand.
CompetitionOriented Pricing: A pricing strategy that is based upon what the competition does.
Competitive Parity: A method of determining an advertising budget, designed to maintain the current “share of voice.”
Comprehensive Layout: A rough layout of an ad designed for presentation only, but so detailed as to appear very much like the finished ad will look.
Consent Order: Also called a consent decree, this is a Federal Trade Commission order, by which an advertiser agrees to make changes in an advertisement or campaign, without the need for a legal hearing.
Consumer Advertising: Advertising directed at a person who will actually use the product for their own benefit, rather than to a business or dealer.
Consumer Behavior: Study of how people behave when obtaining, using, and disposing of products (and services).
Consumer Jury Test: A method of testing advertisements that involves asking consumers to compare, rank, and otherwise evaluate the ads.
Consumer Stimulants: Promotional efforts designed to stimulate shortterm purchasing behavior. Coupons, premiums, and samples are examples of consumer stimulants.
Consumerism: (1) Advocating the rights of consumers, as against the efforts of advertisers, (2) The emphasis of advertising and marketing efforts toward creating consumers. These two definitions are almost opposite in meaning, but the former is commonly used today, while the latter was common prior to the 1970s.
Container Premium: Special product packaging, where the package itself acts as a premium of value to the consumer.
Content Marketing: Content marketing means creating and sharing valuable content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell; in other words, you’re educating people so that they know, like, and trust you enough to do business with you.

Continuity: Scheduling advertisements to appear at regular intervals over a period of time.
Continuous Advertising: Scheduling advertisements to appear regularly, even during times when consumers are not likely to purchase the product or service, so that consumers are constantly reminded of the brand.
Continuous Tone Art: Where a photograph or other art depicts smooth gradations from one level of gray to
Controlled (Qualified) Circulation: Publications, generally businessoriented, that are delivered only to readers who have some special qualifications. Generally, publications are free to the qualified recipients.
Cooperative (Coop) Program: A system by which ad costs are divided between two or more parties. Usually, such programs are offered by manufacturers to their wholesalers or retailers, as a means of encouraging those parties to advertise the product.
Cooperative Advertising: Same as Cooperative program, above.
Copy: All spoken words or written text in an advertisement.
Copy Platform: See Creative Strategy, below.
Copy Testing: Research to determine an ad’s effectiveness, based on consumer responses to the ad.
Corporate Advertising Campaign: A campaign that promotes a corporation, rather than a product or service sold by that corporation.
Corrective Advertising: Advertisements or messages within advertisements, that the Federal Trade Commission orders a company to run, for the purpose of correcting consumers’ mistaken impressions created by prior
Cost Efficiency: For a media schedule, refers to the relative balance of effectively meeting reach and frequency goals at the lowest price.
Cost per Inquiry: The cost of getting one person to inquire about your product or service. This is a standard used in direct response advertising.
Cost per Rating Point (CPP): The cost, per 1 percent of a specified audience, of buying advertising space in a given media vehicle.
Cost per Thousand (CPM): The cost, per 1000 people reached, of buying advertising space in a given media vehicle.
Counter Advertising: Advertising that takes a position contrary to an advertising message that preceded it. Such advertising may be used to take an opposing position on a controversial topic, or to counter an impression that
might be made by another party’s advertising.
Coverage: A measure of a media vehicle’s reach, within a specific geographic area.
Creative Strategy: An outline of what message should be conveyed, to whom, and with what tone. This provides the guiding principles for copywriters and art directors who are assigned to develop the advertisement. Within the context of that assignment, any ad that is then created should conform to that strategy. The written statement of creative strategy is sometimes called a “copy platform.”
Creatives: The art directors and copywriters in an ad agency.
Crop: To eliminate or cut off specific portions of a photograph or illustration.
Crop marks: Marks to indicate which portions a photograph or illustration are to be used, and which are to be
Cumes: An abbreviation for net cumulative audience. Refers to the number of unduplicated people or homes in
a broadcast program’s audience within a specified time period. This term is used by A.C. Nielsen. It also is used by many advertising practitioners to refer to the unduplicated audience of a print vehicle, or an entire media schedule.
Cumulative Audience: See Cumes, above.

Customer relationship management (CRM): is a term that refers to practices, strategies and technologies that companies use to manage and analyze customer interactions and data throughout the customer life-cycle, with the goal of improving business relationships with customers, assisting in customer retention and driving sales growth. CRM systems are designed to compile information on customers across different channels — or points of contact between the customer and the company — which could include the company’s website, telephone, live chat, direct mail, marketing materials and social media. CRM systems can also give customer-facing staff detailed information on customers’ personal information, purchase history, buying preferences and concerns.
Cut: An antiquated term that refers to a photograph or illustration.
Cutting: A film editing technique that creates a quick transition from one scene to another.  Back to Blog




Source: Association of Advertising of Ireland

Patient Magnets Don’t Try Being Everything To Everyone.

Patient magnets learn that the content they use within their marketing is crucial; therefore, you need to understand the myriad of targeting fallacies.


Of late, it seems that everywhere you read in business publications all you see are articles after articles discussing “content marketing;” but, no one is saying exactly what that is.  To be sure, these authors are writing pretty lofty articles and they sure get one psyched up to go out and conquer, but little else is provided.  Until you understand what exactly content marketing is, you will have a difficult time becoming a patient magnet!

From a reader’s prospective, who may not be a marketing professional, but rather the business owner who is very interested in improving their marketing results, it is the business equivalent of buying a burger without the meat!

It’s like a business version of the Abbott and Costello’s “Who’s on first routine;” everyone speaks in circles and no definite answer is ever given.  However, in this case, it’s not funny because we are dealing with real advertising dollars and jobs are at stake!

When discussing the topic of client targeting, content is everything!  But what is content marketing?  The best and most concise explanation that I have come across came from Robert Rose when he wrote “Traditional marketing and advertising is telling the world you’re a rock star.  Content Marketing is showing the world that you are one.

With all this in mind, I would like to draw your attention to a recent and exceptional article that was written on the very topic.  The most important take away is that, when it comes to audience targeting, don’t look for shortcuts for becoming a patient magnet.  Columnist Rebecca Lieb writing for, explains in here excellent piece, called “Content Marketing And Targeting Fallacies,” how to tackle it the right way without skipping some essential steps. Continue reading “Patient Magnets Don’t Try Being Everything To Everyone.”

How to Become a Patient Magnet Via Your Content Marketing

Patient attraction is EVERYTHING in business! As such, you’re going to learn how to transform your clinic into a patient magnet via improved content marketing strategies!


The medical profession is no different than any other business. Part of your job, as a condition of keeping the doors open, is to attract as many patients as possible. In this piece, you will learn how you can achieve your goals and separate from your competitors through your messaging.  In other words, you will learn how to become a patient magnets via content.  Specifically, we will discuss every promotional piece that you send your patients.

You become a patient magnet by understanding the latest news marketing trends and understanding what your patients want.  This article is designed to teach you how to focus to achieve winning marketing strategies.

So, how do you pass along the greatest news?

You will curate the information that you receive from various sources. You will pass that information along your patients. A wonderful resource, and by no means the only source, for topics that are trending is Google Trends. Google Alerts also lets you know when something is written about’ on a specific subject.

In a recent article written by Jinger Jarrett, for the Inquisitor, she lays out‘s 2016 marketing trends.  They believe that for this year, content marketing is the name of the game for becoming a patient magnet.  Note, this article was originally written in eMarketer on January 13, 2016.

The article goes on to say, Mobile Marketing Watch reported that the biggest Business-to-Business (B2B) marketing trend in 2016 will be an increase in content marketing. In a report released by eMarketer as stated above, the report said that content marketing will increase because it delivers results for brands.

Ms. Jarrett’s article states that: “No matter the reason, content marketing delivers results, Patient magnetespecially when it comes to the more traditional end goal: generating leads to feed the sales funnel. In a July 2015 Ascend2 study of B2B marketing professionals, 43% of respondents asserted that content marketing was one of the most effective tactics for lead generation.”

However, according to eMarketer, “The amount of content B2B marketers are creating is expected to drastically increase in 2016. With this amplified emphasis on content marketing, these marketers have evolved in their approach and strategies—they are looking at the long game and realizing that although waiting 18 to 24 months for results is not ideal, it is the new reality.

Too often the term content marketing is bantered about without any real explanation of what it actually means.  Let’s face it, advertising professionals and media personnel are getting caught in the trap of speaking in “mediaeez;” you know, the kind of talk that everyone in the company know, but no one outside understands.

Therefore, if eMarketer is correct (and there is no indication they’re not a highly reliable source), then how are we going to spend our eighteen months, or even shorten that timeline? Continue reading “How to Become a Patient Magnet Via Your Content Marketing”

Legally steal your biggest competitor’s best patients!

To succeed in your practice, you must develop better marketing strategies so as to legally steal your biggest competitor’s best patients!


The idea of stealing may seem rather provocative as business development strategy plans go.  Rest assured; we are not speaking about doing anything that is improper or felonious!  However, if you want more patients, read on and learn why it makes sense to legally steal your biggest competitor’s best patients.

For the record, we’re discussing something that occurs on any given day, in any number of businesses throughout the country.  Every day, at least one company is trying to get more clients/patients.  That means they are calling, emailing, sending 4-color brochures, or knocking on the door of new prospects.

Question:  Where do you think these clients come from? 

An obvious example of what we’re discussing lays within fast food industry. Companies like McDonald’s, Kentucky Fried Chicken, Pizza Hut, and Burger King find themselves in never-ending battle for market share. This means that they actively compete against one another for their customer’s stomachs and buying power.

Sadly, despite all the advances in the fields of manufacturing and DNA research, Legally steal your biggest competitor's best patientsthere is still no new patient factory!

You know, the kind of factory that churns an infinite number of new patients like candy bars. And all they know is that they need to do business with you!

That means that all those new patients must come from somewhere.  They either come to your competitors, or you try to convince people to have “never-used-a-chiropractor-before” to say “yes!”  Additionally, those patients who have never used your service before, they only account for 5% of the available market.

An astute business development strategy focuses on the 95% of proven believers in your medical services.  Incidentally, those patients are available from you and every other practice owners in town (generally within a 15-mile radius).  Hence, legally steal your biggest competitor’s best patients.

This article is designed to challenge the views of many doctors.  First, treat your medical practice, and its growth and development, like every other business — strategically.  There appears to be a mindset afoot that rejects traditional game plans concerning business development and attracting more new patients. Continue reading “Legally steal your biggest competitor’s best patients!”